Public identity guide · Version 1.0
Considered in
every detail.
The Live Hearthwell brand. A practical guide for anyone writing about us, linking to our work, or using our identity with care.
Download the complete brand kit
01 / Identity
A name, carefully set.
A considered editorial guide to comfort, independence and everyday life at home.
Two lines, one fixed arrangement: Live above Hearthwell. The supplied artwork is the identity. Body and display fonts are not substitutes for the wordmark.
The name in writing
Write Live Hearthwell, with a space and this capitalization. Keep the name recognizable in page titles, source credits, social copy and press references.
Across languages
Keep the name and logo in English. Localize editorial text, navigation, disclosures and useful descriptions around it.
About the master and export lineage
The original approved PNG is preserved unchanged. Production SVGs reproduce its alpha silhouette, remove tiny isolated extraction artifacts, standardize a flat brand color and add equal 10% clear space. Their PNG exports come from those SVGs; they are not claimed to be pixel-identical to the original or its unavailable original font outlines.
The downloadable original is the unchanged approved master. Use the production variants for consistent backgrounds and clear space. Do not recreate the mark with Source Serif 4 or any other font.
02 / Downloads
The right file,
ready to use.
Choose lettering for the surface it will sit on. Transparent PNGs work in presentations, social posts and everyday editorial layouts. SVGs are font-independent path reproductions for scalable web and print workflows.
The pack contains the original approved raster and documented production reproductions. It contains no alternate logo concepts or unapproved monograms.
03 / Space & size
Give it room to breathe.
Keep an empty border on every side equal to at least 10% of the visible wordmark width. Measure from the actual lettering, not from the PNG canvas. A 200px-wide visible mark needs 20px clear space on each side. More space is welcome.
Minimum clear space: 10% of visible mark width
On screen
160 CSS pixels of visible lettering width. Prefer 200–260px in a desktop masthead and 160–200px on phones. At smaller placements, write Live Hearthwell as accessible text rather than compressing the stacked artwork.
160px visible lettering192px production canvas
In print
40mm of visible lettering width on ordinary printed material. Proof the smallest serif strokes on the actual stock and printing process. Increase the size for absorbent stock or distant viewing.
Raster print artwork needs sufficient effective resolution at the final size. For a 300ppi workflow, a 1920px-wide file is approximately 162.6mm wide including its padding.
Resolution, alignment and small placements
Use the high-resolution PNG at its native resolution or smaller. Do not enlarge the original raster beyond its native pixel dimensions. SVG files derived from the approved artwork are identified in the download notes; they are reproductions, not the original vector source.
Keep the two rows left aligned exactly as supplied. Set nearby headlines, captions and partner names outside the clear-space area. Align to the visible left edge of the mark, not accidental transparent canvas padding.
The current identity kit contains one full stacked wordmark. A favicon or tiny utility icon is not a substitute for the full public logo. Do not extract a letter to create a new logo family.
04 / Backgrounds
A quiet, confident field.
On photography, choose an uninterrupted light or dark area where the entire wordmark is readable. If the scene is busy, use a solid brand field around the mark. Keep the photograph, caption and logo distinct.
Check every responsive crop. A placement that is quiet on desktop can become crowded on a phone. Keep logos away from faces, essential product details and busy patterns.
05 / Use & misuse
Consistency is
the signature.
Use supplied artwork
Use · Download the appropriate file below and keep its aspect ratio locked.
Avoid · Do not retype the wordmark, substitute another serif, redraw letters or ask a generator to improvise it.
Keep the arrangement
Use · Preserve Live above Hearthwell, with the supplied spacing and relative scale.
Avoid · Do not make it a single line, center one row, exchange rows, isolate a letter or invent a monogram.
Protect the silhouette
Use · Use a flat, fully opaque mark with crisp edges.
Avoid · Do not stretch, skew, rotate, outline, crop, blur, bevel, cast a shadow or add a glow.
Choose a quiet field
Use · Use the dark mark on a light solid field and the light mark on a dark solid field.
Avoid · Do not place the mark on visual clutter, texture, changing video highlights or a low-contrast photograph.
Keep the mark whole
Use · Place captions, taglines, symbols and other logos outside its clear-space area.
Avoid · Do not attach a slogan, retailer name, product image, award badge, affiliate label or registration symbol to the artwork.
Make attribution truthful
Use · Use the mark to identify Live Hearthwell accurately in editorial coverage, links and source credit.
Avoid · Do not imply that Live Hearthwell tested, approved, medically recommended, sponsored or guarantees a product when that is not established.
06 / Colour
Warmth within restraint.
Obsidian and ivory carry the identity. Bronze is a measured accent. Functional bronze is its darker companion for small readable labels and links. Neutral surfaces support photographs and longer reading.
Obsidian
#171919
RGB 23 / 25 / 25
Ivory
#EEEAE2
RGB 238 / 234 / 226
Bronze
#7A694F
RGB 122 / 105 / 79
Functional bronze
#6E5C43
RGB 110 / 92 / 67
Quiet grey
#65665F
RGB 101 / 102 / 95
Mineral
#A8ACA5
RGB 168 / 172 / 165
Fine rule
#C8C5BC
RGB 200 / 197 / 188
| Foreground | Ratio | Practical use |
|---|---|---|
| Obsidian | 14.71:1 | Default text and buttons; suitable for normal text. |
| Bronze | 4.42:1 | 4.42:1: use for decorative elements or qualifying large text, not normal-sized text. Choose Functional bronze for small labels and links. |
| Functional bronze | 5.34:1 | Preferred bronze color for normal-sized text on ivory; full opacity. |
| Quiet grey | 4.84:1 | Secondary readable text at full opacity. |
| Mineral | 1.92:1 | Decorative only; not normal text or essential control boundaries. |
These are sRGB screen values. Print conversions depend on the printing process, paper and ICC profile; proof before production. No unverified Pantone or universal CMYK match is asserted.
07 / Typography
Character. Then clarity.
Headlines and editorial display
Source Serif 4
A more considered way to live at home.
Sentence case, generous line height, restrained tracking. Avoid tightly packed long headlines. Do not use this font to recreate the logo.
400 for display; 600 for short emphasis where neededFallback: Georgia, serif
Body, navigation, controls and utility labels
Manrope
Clear details. Useful questions. Room for your own decision.
Use at least 18px for article reading on phones and desktop. Aim for a 60–75 character reading line and 1.65–1.8 line height. Preserve user zoom, clear focus and touch targets.
400 body, 500 labels, 600 buttons and emphasisFallback: Arial, sans-serif
Use upright styles throughout the website. Emphasis comes from a meaningful heading, extra space or a slightly stronger weight. Avoid decorative italics, long strings of capitals and compressed reading columns.
Both type families are available under the SIL Open Font License. Keep their supplied license notices with distributed font files. A font license does not make the Live Hearthwell logo a freely interchangeable type specimen.
08 / Voice & trust
Confidence without pressure.
Warm, precise and unhurried. Help someone understand fit, cost, limitations and the next useful step. Respect their time, budget and agency.
Write this wayCheck the size, controls and delivery details before choosing.
Avoid this approachThe one recliner every senior must buy.
Write this wayA lower-cost accessory may solve this particular problem.
Avoid this approachBuy now or risk losing your independence.
Write this waySee current availability at the retailer.
Avoid this approachSecret deal — only two left! when stock is unverified.
Write this wayThis recommendation is based on documented specifications and the stated criteria.
Avoid this approachExpert approved, proven safe or tested by us without evidence.
Write this wayYou can save this guide and come back when you are ready.
Avoid this approachCountdowns, guilt, forced sign-ups or obstructive product pop-ups.
Commercial content should explain what a product does, who it may suit, where it may disappoint, what ownership can cost and what to verify before buying. A lower-cost option is useful when it addresses the reader’s actual need. It should never be an unrelated impulse inserted only to earn a commission.
09 / Imagery
Dignity in every frame.
Architectural warmth, natural materials, believable light, careful composition and a lived-in sense of dignity. Use people respectfully and avoid age stereotypes.
Identifiable products
Use authorized retailer or manufacturer imagery for identifiable products. Do not fabricate a model, simulate an unperformed test or place invented packaging beside a recommendation.
Illustrative scenes
Generated architectural or lifestyle artwork is illustration. Record its provenance and label it when context might make a reader mistake it for real product evidence. Alt text describes the visible scene and its purpose; it should not claim a real location or a reviewed product.
Deliver responsive AVIF or WebP where they improve the actual file size and rendering cost, with explicit width and height. Keep source PNGs for the download kit and archival quality.
The cutaway-room sculpture is illustrative brand artwork, not a verified accessible home design or a product for sale.
10 / Motion
A little movement.
A lot of composure.
Motion should reveal structure and acknowledge a reader’s actions. Use short, subtle fades or small movement. Keep the wordmark static, sharp and legible.
Typical interface transitions: 160–240ms. Decorative room movement: at most a small vertical drift and very small rotation; do not animate reading text or retailer buttons continuously. Avoid flashes and rapid zooms.
Respect prefers-reduced-motion. Provide a visible motion control for any continuously moving decorative hero. Content, downloads and navigation must remain usable with motion off and JavaScript unavailable.
11 / Accessibility
Readable is beautiful.
Accessible identity
Use alt="Live Hearthwell" when the image identifies the publisher. If it is the home link, give the link the accessible name "Live Hearthwell home". When identical adjacent text already supplies the name, use an empty alt attribute to avoid repetition.
Contrast with a margin
Use at least 4.5:1 contrast for ordinary text and 3:1 for qualifying large text. Aim for a higher margin on thin strokes and small labels. The logo exception in WCAG is not a reason to make a brand link difficult to see.
Comfortable controls
Links need meaningful labels, keyboard access and visible focus. Use text with icons; do not communicate eligibility, warnings or selected states through color alone. Target comfortable 44px controls.
Comfortable reading
No italics in this website system. Use headings, spacing and weight for emphasis. Avoid all-caps body paragraphs, justified columns and tiny legal text.
These are design requirements, not a declaration that every page has passed a full accessibility audit. Test actual pages, zoom, focus order, screen readers and reduced motion.
12 / Attribution & partners
Be clear about
the relationship.
These assets are supplied for accurate editorial identification, source attribution and links to Live Hearthwell. Keep the identity intact and the context truthful. The kit does not assert third-party rights, trademark registration, a product endorsement or a partnership. Broader commercial uses should be discussed through the site contact page.
For editorial source credit, place each identity in its own clear-space area and describe the actual relationship in plain text. Keep retailer and manufacturer names distinct from Live Hearthwell.
A commission link does not make a retailer a sponsor, co-publisher or endorser. Keep affiliate disclosures near the commercial recommendation and make retailer destinations clear. Do not build an unapproved co-branded lockup.
A useful source credit
Source: Live Hearthwell, with a direct link to the relevant article.
Keep a quotation accurate and within permission and applicable limits. Logo use does not grant rights to republish entire articles or third-party images.
13 / Final checks
Before it leaves
your desk.
- Confirm the identity is the current stacked mark, not an earlier concept.
- Use the correct light or dark variant and preserve the aspect ratio.
- Measure clear space from visible lettering; keep captions and logos outside it.
- Check the displayed width and native source resolution.
- Review contrast on the real background at the final device size.
- Provide an appropriate accessible name and visible keyboard focus when linked.
- Keep the mark still; respect reduced motion around it.
- Keep product claims, affiliate disclosures and publisher attribution accurate.
- Check the logo remains legible after export or print proofing.
Reference standards and professional examples
The identity and numeric spacing rules on this page are Live Hearthwell’s own design specifications. Professional asset-hub conventions and accessibility guidance informed their structure.
- Slack media kit and identity conventions — Professional public asset-hub structure and official guideline examples.
- Mozilla public identity-use guidelines — Truthful identification and avoiding implied endorsement. Live Hearthwell wording is independently written.
- W3C WCAG 2.2 contrast guidance — Accessible text contrast and meaningful use of the logotype exception.
- W3C functional image guidance — Accessible image naming for logo links.